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Seventh Generation Unveils Paper Laundry Detergent Bottle

Seventh Generation has introduced a new liquid laundry detergent bottle made from 100 percent recycled cardboard and newspaper.

Seventh Generation’s Natural 4X Laundry Detergent bottle, designed with Ecologic Brands, features a fully-recyclable and compostable outer shell made from 70 percent recycled cardboard fibers and 30 percent old newspaper fibers that supports a recyclable lightweight plastic pouch inside. It uses 66 percent less plastic than a typical 100 ounce 2X detergent bottle, the company says.

The new bottle can be upcycled into new packaging that’s recycled yet again up to seven times, according to the company. When empty, the bottle’s shell can be recycled with other household paper. The #4 plastic pouch and the #5 cap can go into the plastic recycling bin.

The Natural 4X Laundry Detergent will be available on natural retailer shelves throughout the country by the end of March.

The announcement comes on the heels of the company’s launch of new packaging that feature 96-percent post-consumer recycled (PCR) content. Developed by Seventh Generation in collaboration with its packaging partner, Consolidated Container Company, the packaging is made of resin derived from recycled milk jugs and other plastic bottles.

Down the aisle, Procter & Gamble plans to convert its entire U.S. and Canadian portfolio of powder laundry detergents to a new compacted formula beginning as early as this month, which is expected to reduce waste and save energy and water.

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7 thoughts on “Seventh Generation Unveils Paper Laundry Detergent Bottle

  1. Thank you 7th Gen! It’s about time this has happened. I hope the price point can be comparative to other products so the choice is available to everyone.

  2. This is a cool step toward plastic-free packaging. I wonder how long it will be until those plastic caps are replaced or made obsolete too? The usage of nonrecyclable/nonrecycled plastic caps and dispensers among so-called earth-friendly products is disturbing to me.

  3. I recently saw some pieces on shows like CNN and the journal with Joan Lunden that were talking about issues and solutions for industrial recycling. These guys really are leading in making choices in this area. I for one reward them with my business. We’re making progress cant wait to see what’s next.

  4. Environmental Leader Staff: This Headline popped up on related story (Oct 2014). Wonder if you can revisit and give us an update on the 7th Gen Paper Laundry Bottle article originally published March 2011. Would love to hear how it performed, is it still out there and planned next steps….

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